Chiasso’s Revamped E-Mail Program Yields 35% Sales Gain

One of the first changes Bronto made was to increase the frequency with which Chiasso contacted customers — from one e-mail every other week to today’s level of roughly one per week.

“In addition to the concept of a weekly message, the more targeted [that message is] and more options you give customers, the more effective you’ll be,” says D.J. Waldow, an account manager at Bronto who’s worked with Chiasso. That said, “I might be a customer who loves Chiasso products, but I may not want to learn about it every week. So you have to allow people to manage their preferences to the point where they can say, ‘I want to receive e-mail just when there are specials.’”